Indonesia Market Update - Singapore Tourism Board

Transcription

Indonesia Market Update
Tourism Industry Conference, 7 April 2014
Presentation Outline
Overview of current operating landscape and tourism
performance
1
i)
ii)
iii)
iv)
Political/Economic/Social/Consumer/Industry trends
Air Capacity
VA/TR performance
Outlook
Understanding the Indonesian Leisure Visitor
2
i. Indonesian Visitor Habits and Behaviors
ii. How they travel
iii. Key Takeaways from FGD (perceptions of Singapore)
3
Our Leisure Integrated Marketing Campaign Activities
These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
Current Operating Environment - Indonesia
Political & Economic
Outlook
Parliamentary and
Presidential elections (Apr
& Jul) could see a spike in
arrivals to Singapore during
campaign period. Premium
spots in print advertising may
be lacking.
Strong Domestic
Consumption
Expansion of mid-tier lifestyle
brands to continue. H&M to
open in 2 more malls in 2014.
IKEA to open in Jul 2014.
Increased Air links
Growth will slow but
Inflation should improve
with improvement in current
account deficit.
More direct air links
expected. Garuda to launch
JKT-LON in mid-2014.
Already expanded flights to
North Asia and Middle East
(codeshare with Etihad)
Stabilising Rupiah but at a
weaker level (~ 8000 to 9000
IDR to SGD).
Pressure on Singapore hub
to increase. More
connectivity between middle
eastern carriers to Indonesia
Growth in Tier 2
cities
Tier 2 cities will
continue to experience
strong growth. More
retail brands/
developers/travel agents
seeking revenue growth
from Tier 2 cities.
Social media trends
Social media growth
unabated. Top 3 platforms
(Facebook – 40million,
Youtube – 6million/mth,
twitter – 5million)
Mobile Internet Lift off. 48%
of users accessing mobile
internet. Highest in SEA and
driven by social media. 3
INDONESIA
Air Access Status
Indonesia is Singapore’s Largest Aviation & Inbound Tourism Market
Indonesian Cities
Jakarta
Denpasar
Surabaya
Medan
Bandung
Yogjakarta
Semarang
Balikpapan
Pekanbaru
Lombok
Makassar
Manado
Palembang
Solo
Grand Total
Source: CAG, as at March 2014
# of 1-way
weekly seats
63,318
27.398
11,809
4,968
3,780
2,970
1,710
1,496
592
1,246
428
750
534
424
121,433
14 city links
121,433 weekly seats
13 airlines
# of weekly
services
304
117
58
31
21
17
10
10
4
8
3
5
4
3
595
YTD 3Q 2013: Indonesia is the top VA
source market
2.3 million Visitor Arrivals in Jan-Sep 2013 (+9% vs Jan-Sep 2012)
(YTD 3Q)
% Change vs 2012
9%
Indonesia
26%
P R China
4%
Malaysia
10%
Australia
5%
India
12%
Japan
4%
Philippines
17%
Hong Kong SAR
5%
USA
372
4%
Thailand
360
3%
South Korea
355
5%
UK
346
3%
29%
-2%
Source: STB
2,279
1,902
910
842
703
619
506
417
Vietnam
295
Taiwan
285
Germany
Indonesia registered 9%
growth over same
period last year, remains
as Top Visitor Arrivals
Market
186
5
Indonesia is Singapore’s 2nd largest TR source market.
YTD 3Q 2013 TR: S$2.3 billion. (Jan-Sep 2013 -3% vs Jan-Sep
2012) - (excl. Sightseeing, Entertainment & Gaming)
Tourism Receipts by Major Components, Top 10 Markets, January to September 2013
% Change
vs 2012
Shopping
2%
Overall
26%
P R China
-3%
Indonesia
9%
India
3%
Australia
-5%
Japan
-5%
Malaysia
-10%
Philippines
3%
Thailand
-8%
USA
17%
Vietnam
Accommodation
Food & Beverage
29%
26%
21%
32%
15%
0%
15%
20%
30%
40%
60%
523
468
465
31%
10%
50%
650
19%
19%
31%
679
21%
15%
41%
41%
10%
812
42%
42%
21%
916
2 Top Visitor 40%
Spending
10%
Market37%
38%
Decrease in expenditure
24%
29% TR Components
in Other
9%
2,253
12% nd
11%
25%
2,383
30%
14%
29%
22%
24%
9%
40%
37%
15%
13,582
33%
8%
20%
18%
Other TR Components
13%
46%
2013 TR*
(S$ mil)
464
38%
70%
80%
90%
100%
Expenditure is estimated from Overseas Visitor Survey.
Other TR components include expenditure on airfares, port taxes, local transportation, business, medical, education and transit visitors.
*Sightseeing , entertainment & gaming (SEG) has been excluded in the country analysis due to commercial sensitivity of information.
6
Top 5 Visitor arrivals by cities (up to Sept
2013)
City
Jakarta
Surabaya
Medan
Yogyakarta
Count
949,903
173,215
88,594
62,883
Bandung
50,205
Outlook:
Overall outbound travel could be moderated due to
election uncertainty, a weaker (but more stable) rupiah
and a collapsed peak season. But opportunities for
Singapore present.
•
Parliamentary and Presidential elections (Apr & Jul)
•
Economic growth projected at a slightly weaker 6.0% annually. Growth rates
of eastern Indonesia will continue to outstrip Jakarta
•
The weakened Rupiah has moderated travel sentiments, with consumers
considering on scaling back vacations and corporates to switch to “cheaper”
destinations including domestic destinations
• The Hari Raya Aidilfitri holidays, School Holidays and World Cup Season will
all happen in July 2014 - there will be only ONE significant peak travel season
in 2014.
•
Continued push to position Singapore as a lifestyle destination
performance
1
i)
ii)
iii)
iv)
Air Capacity
VA/TR performance
Outlook
2
ii. How they travel
iii. Key Takeaways from FGD and segmentation research (perceptions of Singapore)
3
The Indonesian Leisure
Visitor
Their key travel need
Travel is seen as an opportunity for them to share
and bond with family, friends and loved ones.
Memorable trips leaves a lasting footprint in their
minds
When I travel it does not matter where
we go or what we do as long as we do it
together (partner/ family/ friends)
The most important thing about travelling
is the feeling of achievement when I go to
places I have always wanted to visit
11
These slides are property of STB and shall not
reproduced
redistributed without permission from STB
ForbeInternal
STBand/or
Use Only
Their influences
Choosing a destination
Deal seekers
Western influence –
movies/cable TV
Local endorsement –
WOM/influencers
Social Media. A touch point you cannot ignore in
Indonesia
Top 3
#1 Facebook
#2 Youtube
#3 Twitter
Comscore February 2012
40 million users
6 million active
viewers per month
5 million users
Facebook and Twitter currently
are the two largest social media
in Indonesia and that’s why we
should utilize those platforms as
tools for PR, branding, customer
servicing, promotion on event
and product deals.
Source: http://media-ide.bajingloncat.com/2011/10/31/digital-media-di-indonesia/
Social Media extends more than just Facebook and
Twitter..
Majority of visitors are repeat visitors. They usually come as an FIT traveller via
air. Also, most visitors come to SG as a mono-destination
1st vs Repeat
100%
Repeat
80%
60%
1st
84%
100%
F&E
60%
FIT
40%
20%
20%
16%
PKG
80%
40%
0%
Travel Arrangement
3%
2%
95%
0%
Mode of Arrival
100%
80%
60%
Sea/Land
FSC
25%
40%
20%
0%
100%
31%
43%
LCC
Mono vs Multi
84%
80%
Mono
Multi
60%
40%
Multi
Mono
16%
20%
0%
Source: STB Overseas Visitors Survey
16
Our target audience
Discerning and experienced travellers with the
means and propensity of frequent overseas air
travel to consume lifestyle experiences that they
cannot get back in Indonesia.
Sharing is an important part of their travel
experience, to establish their social status as well
as for social bonds between them and their peers.
Their perceptions of Singapore
A shopping paradise with the latest and
widest range of brands and products
A clean, safe and organized next door
destination to get away from the messiness
of Indonesia
Events & Entertainment destination. A
place for great music performances from
top bands & artists and for Broadway types
of theatre
Family friendly destination, suitable for
grandparents and kids with attractions like
USS & Night/River Safari
For Jakartans, Singapore is a quick
getaway, more lifestyle, e.g. banking,
shopping, healthcare, education for
children.
For those outside Jakarta, Singapore is still
seen as the favored nearby holiday
*FGDs and feedback
destination
from consumers and trade
But they also think they
know everything about
Singapore
Indications that Singapore can be an
extension of lifestyle
Singapore‘s close proximity, affordability and new and interesting offerings
makes Singapore a destination they visit frequently
Global
Ave.
Why do Indonesians visit
repeatedly
41%
I like the destination
31%
Safe and Secure
39%
24%
Easy to get to/ accessible
40%
24%
Fits the budget
30%
New and Interesting Things to
See and DO
54%
51%
38%
Singapore as a location for
Indonesia’s unmet lifestyle
needs because of our
perceived close proximity
and the ease in fulfilling
one’s needs
Suggests that our consumers
have the means and
propensity to come to
Singapore repeatedly
Indonesians make repeated
trips to Singapore because
there are always new and
exciting things to see and do
each time they come
Source: STB Segmentation Study 2012
What Indonesians do while they are in
Singapore
The top activities that Indonesians participate in are shopping, arts and
entertainment, visiting tourist icons to name a few.
Activities Done in Singapore
Global
Ave.
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
-
82%
52%
38%
33%
31%
40%
38%
36%
31%
24%
14%
11%
9%
15%
13%
10%
86%
59%
34%
30%
Source: STB Segmentation Study 2012
The Indonesian traveller portrait
Discerning and experienced travellers with the means and propensity of frequent overseas air travel to consumer
lifestyle experiences that they cannot get back in Indonesia.
Sharing is an important part of their travelCONSUMER
experience, toPORTRAIT
establish their social status as well as for social bonds
between them and their peers.
Travel Needs (Emotional & Functional)
- They travel to fulfill their lifestyle needs.
Not always looking for something that
they cannot find in Indonesia, but also
doings things in a different ambience.
- They travel to bond with partner/ family
or friends.
-
Demographics & TA Identifiers
25-40 years old
Experienced FIT travelers
Make at least 1 international trip per
year
Young executives, family (w/ or w/o
children), friends, etc
Attitude Towards Singapore
- Due to proximity and high level of familiarity,
they believe they know Singapore well enough
- But in truth, they’ve only scratched the surface
as they have focused only on mainstream
offerings
Attitude Towards Travel
- Started overseas leisure travel in the
last 3-5 years, more than half of them
make at least 1 overseas leisure trips
per year
- They share their moments when travel
in order to ‘exist’ amongst their peers
How They Travel
• They mostly travel with their spouse/
partner, friends and children.
• Travel FIT/ F&E
-
Indonesia Target Audience
Where They Travel to
- Bali, Malaysia, Thailand, Japan, Hong
Kong, Europe, US, and Australia
-
Lifestyle attitudes / interest/ hobbies
Indonesians are social people
They are trend followers & not trend setters
Loves to be seen
Sports (running and cycling), fashion, dining,
entertainment, attraction, socializing
Connectivity & Visibility = Existence
New hobbies = New community
Experiences they seek
- New experiences that are unique
- New trendy experiences in order
for them to brag to their peers
- Hidden gems
- Comfortable with Singapore, and likely to do
more of what Singaporeans do
22
performance
1
i)
ii)
iii)
iv)
Air Capacity
VA/TR performance
Outlook
2
ii. How they travel
iii. Key Takeaways from FGD (perceptions of Singapore)
3
Our Leisure Integrated Marketing
Campaign
Only in Singapore
Positioning Singapore as a choice
lifestyle destination
2012 (Nov): Launch
2013 (Aug-Sep): Burst 2
2014: (Jan-Mar): Burst 3
Campaign Launch – Nov 2012
Campaign 2nd burst (Aug-Sep13) – via
media partnership approach
1. Editorial approach –
Celebrity editors
2. User-generated
approach
3. Digital via contest
approach
Campaign burst 3 – March 2014
Showcase our attractions and dining pillars. Launched activations
in Central Park Mall from 12 – 16 March 2014 to showcase latest
attractions like River Safari, Gardens by the Bay (War of the Roses and
Tulipmania), Dinosaurs: Dawn to Extinction exhibition and grease the
Musical. Activation supported by social media contest and print/digital
media placements.
War of the Roses!
Grease the musical!
Social media contest
Secret Dining Event
Examples of activities done under Air Asia Indonesia partnership
Examples of Air Asia amplifying
our messages and campaign on their
twitter account, tagging our @Singasik
Synchonisation of
media buys - magazine
Joint print ads
20 spots of 30 seconds
adlibs on
Hard Rock FM on
21 - 24, 27 & 28 May
STB - Air Asia Cinema Trailers
Examples of Joint Display Ads with KiOSTiX and
KiOSTiX’s own daily ad in Jakarta Globe
Our Presence on KiOSTiX’s landing page
Content amplification by SCB
Content Partnership to tap into
Tier 2 Cities
Destination
Supplement
with Panorama
Magazine
Made-for-TV
movies (FTV)
MICE -
Media Partnership with Forbes Indonesia
A partnership with Forbes Indonesia from Dec to
April which entails sustained media coverage
(advertorial + advertisements), production of a 12page MICE Supplement and the organization of 2
media and networking forums according to STB’s
selected clusters.
MICE – Digital networking forum with
Forbes Indonesia
Thank
You
For more information on Indonesia, please contact
Regional Director Kenneth_Lim@stb.gov.sg
Area Director Michele_Wooi@stb.gov.sg
YourSingapore
@Singasik

Indonesia Market Update - Singapore Tourism Board

Transcription

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